Official UEFA Euro 2012 sponsors Orange have announced a deal with tournament organisers UEFA that will see them help to cover this summer’s European international football tournament through an official app.
The app, which is to launch on ‘eight mobile platforms including iOS, Android, Windows Phone, Blackberry, Bada and Java’, will feature news headlines, results, matchcasts, statistics, and video content (including interviews and ‘premium highlights’), amongst a host of other features made to tie in with the tournament, which begins (with an opening match between Poland and Greece) in 53 days’ time.
A notable attraction could be the array of smartphone applicable features, including ‘Photo Fun’, news sharing, and ‘Friend and Venue Finder’ (amongst a range of ‘geolocation and social media’ features applicable mainly for fans within host countries Ukraine and Poland during the tournament), included in which will be a series of ‘augmented reality maps’.
Orange have also announced the inclusion of a key physical presence at the tournament, as official ‘Orange area’ of UEFA Fanzones, which will provide stations for fans to recharge their phones, as well as . Also included on the app is a ‘travel information guide’ allowing users to get more information on Ukraine and Poland along with their host cities.
Severine Legrix de la Salle, the ‘vice-president of brand’ at Orange, said of the release: “Our goal is to create digital experiences that connect our customers around their passions – and UEFA EURO 2012 is the football event that supporters will be most passionate about this year. By adding social and geolocation functionality to a EURO app for the first time, we are helping football fans across Europe to get the most out of UEFA EURO 2012 whether at home or at the tournament.”
UEFA communications director Alexandre Fourtoy added: “A combination of UEFA’s football knowledge and Orange’s digital understanding has allowed us to create an exciting experience for supporters with the Official UEFA EURO 2012 mobile application through the integration of tournament information, live match updates, the latest news as well as certain social media and geolocation features. We are delighted to have Orange as a partner to help us create new ways for fans across Europe to enjoy and share the passion of Europe’s finest national team football tournament.”
While this kind of app will become more and more prevalent as years go by, it is the first time that a major release has been made from European football governing body UEFA for one of their tournaments. Will Orange be able to do the release justice?